Consumer perceived value and MOOC subscription intentions

Publication Date

1-1-2025

Document Type

Article

Publication Title

Journal of Computer Information Systems

DOI

10.1080/08874417.2025.2467631

Abstract

This study investigates how learners’ perceptions of the value provided by massive open online course (MOOC) subscriptions influence their assessment of tangible benefits and associated risks linked to subscription behavior. The authors propose that MOOC subscription intention is influenced by learners’ consumption values as well as their perceived benefits and risks associated with subscription services. The authors analyzed survey data collected from 332 users. Findings show that the perceived benefit and perceived risk completely mediate the effects of functional value, epistemic value, and social value on subscription intention. The mediation is partial for conditional value and emotional value, emphasizing the varied pathways through which these dimensions impact learners’ intentions to subscribe. Findings suggest that the distinctive features offered by subscription plans, not present in free MOOCs, significantly contribute to enhanced learners’ perceptions of benefits. This study has explored drivers behind MOOC subscription and their interplay within the context of MOOCs.

Keywords

consumption value, MOOCs, perceived benefits, perceived risks, subscription intention

Department

Information Systems and Technology; Global Innovation and Leadership

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